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TNT: Mother
There are 169M cellphone subscribers in the Philippines, and most of them have unregistered Subscriber Identity Module (SIM) cards. Unregistered SIM cards can be used by criminals to scam, smish, and commit other forms of mobile fraud, because with them, crooks can act anonymously and avoid detection. That's why the Philippine government passed a law requiring all SIMs to be registered before April 26, 2023. All SIMs unregistered by April 26 will be deactivated. Problem: Only 29% of all 169M SIMs had been registered by March 2023. Objective: Come up with a campaign to drive more people to register their TNT telco SIMs. This way, more people observe the law, and TNT telco is able to preserve its number of subscribers (and not lose them to deactivation). In the film 'Mother', we dramatize one paint point of not registering your SIM--you will lose your number and be forced to get a new one (which your loved ones won't recognize).
Results: Views: 37,983,927 Shares: 221,789 More importantly, in just 10 days, the campaign has driven 6,898,546 TNT telco subscribers to register their SIMS.
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